Scholarly record

SIGNIFICANT MEDIA OF ON-LINE MARKETING COMMUNICATION IN CULTURE SECTOR

D. Schueller, L. Mirosova

Abstract

Current marketing communication has to respond flexibly to the needs of customers who create the demand side of the market. The side of the market supply is created by enterprises which trying to provide customers with the highest value in the form of the products or services. Customers are endeavouring to maximise their utility and enterprises are striving to maximise their profit. In the current business climate, marketers have to differentiate their attitude depending on the customer. The study deals with the relevant use of on-line marketing communication focused on young employed people. The aim of the study is to identify how significant are individual on-line media for the selected segment. The culture sector was chosen for the purpose of the study. The data were obtained from the customers of theatre from the Czech Republic. The multiple regression analysis was used to identify the significant media within the total communication mix. The results from the analysis identify the Per-pay-click advertising, Facebook and web pages as the significant media of the on-line marketing communication. Only newspaper was determined as the additional significant communication channel apart from the on-line media. It is possible to conclude that predominately the on-line media are significant for the marketing communication mix of the theatre.

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